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Human psychology

Buyer Modalities

As optimizers and business owners, you’re striving to better understand your audience. Who visits your site? What are they looking for? What will make them convert to paying customers?

To help answer these questions, buyer modalities were created to help categorize visitors and their purchase behavior. The only problem?

Buyer modalities are meaningless and personality models as a whole are extremely difficult to apply to online marketing and optimization.

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6 Neuromarketing Stimuli That Speak to the Old Brain

Many modern psychology researchers have suggested that the human brain has three (figurative) parts:

  1. The new brain – thinks (rational data)
  2. The middle brain – feels (emotions and gut feeling)
  3. The old brain – decides (takes input from both and pulls the trigger)

Until fairly recently, many fields of study (notably economics) believed that our decisions were largely rational. However, neuromarketing as a field has suggested that the old brain, the old primitive “fight or flight” part, makes most of our decisions.

So how do we influence the old brain for greater growth?

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Habits

You’re familiar with the phrase, “A creature of habit.” Yet, as we strive to disrupt industries, take out the competition and launch innovative new products, we forget the power of habit.

Think about what dish soap is sitting by your sink or under the counter. When is the last time you put serious thought into what dish soap to buy? What about your toothbrush? Toothpaste?

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System 2

What drives your decision-making? Trick question. Two drivers are behind the wheel: system one and system two.

Which system is driving right now? Which system was driving when you bought that new house? How about when you solved difficult math problems in Grade 11?

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Persuasion Techniques

You know that persuasion is a powerful weapon. Perhaps you’ve even read our 18 Cognitive Biases You Can Use for Conversion Optimization and realized that you are definitely not dealing with rational visitors. And anyone doing conversion optimization should know Cialdini’s 6 principles of persuasion.

However, there is so much more to persuasion than what can be boiled down to a handful of core principles. There are many other, lesser known persuasion techniques that you can use to increase your conversion rate.

If you’re not aware of them and how they impact your visitors, you’re leaving money on the table.

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Reptilian Brain

Do you make rational decisions or are you a slave to primitive thinking?

Does free will exist? Do you buy a product because you analyzed the options and decide it’s the logical choice? Or are you impulsively (and subconsciously) making decisions based on the part of your brain that’s well over 70,000 years old?

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